• Dr. Sanjay Kumar Singh

The rapid evolution of big data has revolutionized the marketing environment, creating unprecedented prospects for data-driven decision-making and tailored client engagement. This study examines the applications, challenges, and ethical considerations around big data in marketing. It investigates how firms use large-scale analytics to analyze consumer behavior, forecast outcomes, and optimize marketing strategies, resulting in competitive advantages. The survey also identifies the hurdles that marketers confront, such as data integration issues, resource constraints, and skills gaps. Furthermore, ethical issues like as data privacy, transparency, and algorithmic bias are thoroughly investigated, underlining the importance of strong regulatory frameworks and ethical principles. This review, which synthesizes insights from academic literature and business experiences, gives a complete knowledge of big data's role in marketing and makes recommendations for addressing associated difficulties. This effort seeks to educate marketers, policymakers, and researchers on the transformative potential and responsible application of big data in the marketing domain.

"Big Data in Marketing: A Review of Applications, Obstacles, and Ethical Concerns", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 6, page no.g759-g765, June-2021, Available :http://www.jetir.org/papers/JETIR2106921.pdf

"Big Data in Marketing: A Review of Applications, Obstacles, and Ethical Concerns", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 6, page no. ppg759-g765, June-2021, Available at : http://www.jetir.org/papers/JETIR2106921.pdf